Brian Tracy on Improving Your Chances of Making the Sale

May 2, 2014

Some unusual advice from sale guru Brian Tracy on how to make the sale

How can a salesperson go beyond asking customers to buy to getting them to say yes and make the sale? 

Brian Tracy: “A critical factor is ‘positioning’—how the customer thinks and feels about the person doing the selling. Your positioning in the customer’s mind and heart is perhaps the most powerful factor in determining how much you sell and how quickly. Thousands of customers have been interviewed over the years and asked specifically what they thought about the best salespeople who called on them. They consistently described top salespeople, in every industry, worldwide, in three main ways—as a friend, adviser, and teacher. When your customers begin to think of you as a personal friend who just happens to be in the business of selling a product or service that they purchase, they will remain loyal to you. When customers begin to see you as an adviser, as the go-to person in your field, they eventually reach the point where they will not buy from anyone else but you. Customers also saw top salespeople as teachers who not only showed them how to best benefit from the product or service they were selling, but also took the trouble to educate them on the background and side issues pertinent to making the best choices. Being a friend, an adviser, and a teacher to your customers is called the Golden Triangle of Selling. It applies to every salesperson: When you become fluent in each of these strategies and use them simultaneously, your sales results will soar. Your customers will be happy. They will buy more from you, and you will earn more than ever before.”


How can a struggling salesperson in the bottom 80 percent gain self-confidence?

Brian Tracy: “Self-confidence is determined by your self-esteem. The more you like yourself, the more confidence you have. The more you like yourself, the more you like other people, including your customers. The more you like your customers, the more they like you right back, and are willing to buy from you, and recommend you to their friends. Psychologists will say that everything you do in life affects your self-esteem in some way. Almost everything you do is to either build your self-esteem or protect it from being diminished by other people or circumstances. Your self-esteem is the ‘reactor-core’ of your personality that determines your levels of optimism, self-respect, and personal pride. Everything you do to build your self-esteem also builds your self-confidence. When you truly like yourself or love yourself, and see yourself as a valuable and important person, you become more positive and cheerful and completely unafraid to call on customers and ask them to buy from you.”

You might also be interested in these articles by Brian Tracy. For more information on AMA’s new sales seminar developed by Brian Tracy click here.

Adapted from UNLIMITED SALES SUCCESS: 12 Simple Steps for Selling More Than You Ever Thought Possible by Brian Tracy and Michael Tracy

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About The Author

BRIAN TRACY is the Chairman and CEO of Brian Tracy International, a company specializing in the training and development of individuals and organizations. One of the top business speakers and authorities in the world today, he has consulted for more than 1,000 companies and addressed more than 5,000,000 people in 5,000 talks and seminars throughout the United States and more than 60 countries worldwide. He has written 65 books and produced more than 500 audio and video learning programs on management, motivation, and personal success.

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